7-Eleven Singapore revamps stores with lifestyle-led experiences

7-Eleven Singapore is rolling out a major brand revamp to transform its image from a grab-and-go pit stop into a lifestyle-led destination.

As part of the revamp, several outlets, including its recently redesigned CapitaSpring branch in the Central Business District, now feature brighter interiors, seating areas, and an expanded range of hot, ready-to-eat options such as toasties, pizza, and pies. The store also offers a self-service smoothie machine and a drink-mixing station that lets customers create their own beverages, inspired by popular trends seen in Japan and South Korea.

“We have been on a journey to reimagine convenience, transforming 7-Eleven from a last-mile pit stop into an exciting destination for great food and innovative products,” said Anushree Khosla, managing director of 7-Eleven Singapore in conversation with MARKETING-INTERACTIVE.

“Our focus on ‘foodvenience’ is about delivering quality, innovation, and experience. From grab-and-go meals and viral smoothies to curated snacks from Japan and exclusive collectibles, we are redefining what convenience looks and feels like for our customers," added Khosla.

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The revamp also extends to entertainment and collectibles. Dedicated shelves for blind boxes have been introduced, including exclusive series such as Crayon Shinchan and Sanrio merchandise. Earlier in March, 7-Eleven released a Care Bears-themed tech range, featuring plush companions such as Cheer Bear and Grumpy Bear, along with accessories including power banks, phone grips, and wireless earbuds.

To cater to local tastes, 7-Eleven has introduced new flavours such as mala onigiri, while select outlets now provide tables or standing counters for customers to enjoy their meals in-store.

For National Day this year, the convenience store chain tapped into nostalgia and revived its “Dabao (takeaway) flavours of Singapore” ready-to-eat range with new spins on local favourites, from chicken laksa (spicy noodle soup) to sambal (chilli) spaghetti with chicken chop, and chicken curry rice. New snacks and desserts also hit shelves, including a chicken satay (grilled skewered meat) wrap, chilli crab with scrambled egg toast, and a lava cake infused with MILO. The egg mayo and Old Chang Kee double combo sandwich is also making a comeback.

According to Khosla, the store revamps are grounded in insights, whether through customer feedback or detailed demographic analyses. “Prior to opening the CapitaSpring store, we conducted a customer survey to test the refreshed design. The response was overwhelmingly positive, with many describing the stores as more inviting, modern, and enjoyable to spend time in."

"These insights validate our approach to creating stores that go beyond convenience, offering a more engaging dining and discovery experience," she explained. 

The new store formats also support 7-Eleven’s goal to futureproof the retail experience, integrating self-checkouts, digital ordering, EasyCollect via the 7-Eleven app, and over 800 digital screens across more than 300 stores.

The chain has refreshed over 50 stores this year and plans to revamp at least another 50 stores in 2026. Singapore currently has around 500 7-Eleven outlets.

The company has also been expanding digitally. In February 2025, 7-Eleven launched its mobile app in Singapore, allowing users to pre-order, pay within the app and more. In conversation with MARKETING-INTERACTIVE in November last year, a 7-Eleven spokesperson said that the app aims to bridge the gap between digital and physical retail, enhancing customer engagement, driving loyalty, and optimising operational efficiency. 

Moreover, the chain is following a regional trend of experiential stores. Its Causeway Bay concept store in Hong Kong and CAFé by 7-Eleven in Malaysia have similarly focused on blending premium food, digital-first technology, and immersive retail design. The Hong Kong store, for example, features diagonal shelves, transparent display screens showing real-time information, expanded hot-food counters, and collaborations with local brands for exclusive menu items, all within a sustainable, eco-conscious space.

In Malaysia, CAFé by 7-Eleven combines premium coffee and comfort food with affordable pricing, supported by interactive campaigns including pop-up activations, free sampling, and music collaborations with local artists such as Mimifly. The campaign, “Rasa premium, harga berbaloi” (“Premium taste, worth the price”), demonstrates the chain’s focus on experience-driven retail.

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